STEVE MCCLELLAN

Articles by Stephen All articles by Stephen

• Hill Holliday Launches Brand Consulting Practice in MAD on 08/22/2017
  

  The agency is positioning the new practice as a service for clients that "need fast, smart and affordable brand solutions to help their brands leapfrog to a whole new level." It's being led by the agency's chief strategy officer Lesley Bielby.

• BIZ DEV: Domino's, CP+B Extend Partnership Through 2020 in Accounts on the Move on 08/22/2017
  

• NEW! Midnight Oil's Influencer Campaign For Lenovo in Marketing Daily on 08/22/2017
  

  The influencers debuted the original content on their social media channels, which Lenovo amplified with paid media buys.

• TBWA Worldwide Appoints Miller Chief Talent Officer  in MAD on 08/21/2017
  

  Miller will lead talent recruitment, human resources, training, career development and culture practices across TBWA. Those duties (among others) had previously been handled by Emmanuel Andre, who is joining Publicis Groupe as its first chief talent officer, the holding company confirmed earlier today.

• NEW! Midnight Oil's Influencer Campaign For Lenovo in Out to Launch on 08/21/2017
  

• Revolving Door: Dalton Named To Forbes Agency Council in People on the Move on 08/18/2017
  

• GroupM To Impose Viewability Standards Worldwide in MAD on 08/17/2017
  

  The firm said Thursday it is strengthening its viewability standard for social and mobile newsfeed environments. It is also undertaking research to study the performance of social and newsfeed video.

• Duncan Channon Helps Craft Beer Pioneer Get Back To Its Roots in MAD on 08/17/2017
  

  One of the pioneers of the craft beer industry, Redhook, is taking the wraps off a major brand extension today that it worked with San Francisco-based ad agency Duncan Channon.

• What A Great Time For A Car Brand To Be Named Eclipse in Marketing Daily on 08/17/2017
  

  Mitsubishi Motors is taking advantage of the upcoming solar eclipse to promote the launch of its new 2018 Eclipse Cross CUV.

• Spotify Selects UM For Global Media Duties in Accounts on the Move on 08/16/2017
  

Comments by Stephen All comments by Stephen

• Despite Rumors To The Contrary, Manly Men Drink Rose by Richard Whitman (Mediapsssst on 08/06/2017)
  

  Thanks Nicholas, as editor of this column I should have caught that. Appreciate that you did. 

• Brands Failing To Provide Quality Training In Media Skills by Steve McClellan (MAD on 10/28/2016)
  

  It is J.R., although it's usually not referred to as 'educatiing' and frequently it is people below the c suite. But often agencies meet with clients to 'brief' them on this or that issue. Which makes sense given that the former are supposed to be experts in the field. 

• Agencies React To Finger-Pointing, 4As Calls ANA Report Anonymous, One-Sided by Steve McClellan (MAD on 06/07/2016)
  

  Thanks for catching that Michael, now fixed.

• Shoe Carnival, 22squared Launch Retailer's Largest Social Media Effort by Larissa Faw (MAD on 02/03/2016)
  

  Thanks Jim, should be fixed now

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Also, there is now a link in the story to the full report.

• Ad Spend Drove 16% ($5.8 Trillion) Of Total U.S. Sales Activity In 2014 by Steve McClellan (MAD on 11/16/2015)
  

  Ed, much of it is based on proprietary modeling; but the report has a three-page appendix devoted to Theory and Methodology.  Here are a couple of passages:"To quantify the economic impact of advertising expenditures on the US economy, this study:  Estimates the total level of advertising spending in the United States and creates a 5-year forecast.  Estimates sales, employment, value added and labor income impacts based on econometric models that quantify the relationship between ad spending and resulting sales.  Uses input-output methodologies to compute the ripple effect of economic activity that happens as a result of the sales from ad spending.  Simultaneously allocates advertising to every state, congressional district and 17 NAICS-based industry aggregates using proprietary macroeconomic, regional and industry models."Some IRS data was used as well:  "Using the IRS tax statistics database, IHS was able to collect industry-level advertising expenditure information that was reported on each corporation income tax form. A reformation of the model specification was needed as a result of revised historical data and a change in the source data of the dependent variable. The structure of the economy was much different when the model was first developed and subsequently the regressor data had a different statistical form. Thus, the old model did not provide an optimal fit of the data."

• In A First, Coca-Cola Cans Go Nameless by Steve McClellan (MAD on 07/06/2015)
  

  Nick, you're absolutely right, the cans aren't "label-less" at all. While they don't have the usual big bold Coca-Cola name printed on them, they certainly have a label and I've switched art and added new copy to make the story a little more complete anyway. I'm sure there are still unanswered questions but thank you for pointing out some of the obvious flaws. 

• Five Companies Agencies Should Partner With by Steve McClellan (MAD on 03/25/2015)
  

  hmmm, hadn't thought about it in porno terms, but now that you mention it.. Anyway, nice catch Tom, thanks

• Nielsen's Plan To Improve TV Measurement: Progress, Not Perfection by Stefanie Morales (MAD on 02/25/2015)
  

  Nick, MediaPost would be more than happy to offer you the same platform as Stefanie for an equal time post. 800 words give or take, a thousand words max. Think you're off to a good start already with your eloquent comments but you're certainly entitled to the "main stage" for a broader take if you'd like. Send to mcclellan@mediapost.com and thanks for your interest in doing so.

• Marissa Mayer: The Case For Advertising On Yahoo by Steve McClellan (MAD on 03/18/2014)
  

  oops. I forecast a correction in my immediate future. Thanks for pointing that out.

About Edit

You haven't told us anything about yourself! Surely you've got something to say. Tell us a little something.